71-75 Shelton Street
Covent Garden, London,
WC2H 9JQ
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Ginetta builds world class race cars, but their marketing failed to convey the transformative experience of becoming a racing driver. Physical test days were undersubscribed. Their existing creative showed professional motorsport output but missed the emotional journey that drives purchase decisions from emerging racing drivers. Prospective drivers searching for their entry point into racing remained difficult to identify for the brand.
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Teylu Studio created a documentary series following the complete GT Academy journey from the inside. Over nine months, we captured 10TB of 4K footage documenting what actually converts prospects into paying drivers: the camaraderie around BBQs, the adrenaline of first races, the professional coaching that transforms amateurs into racers. From this footage, we developed a documentary advertorial YouTube series. Our creative team combined deep motorsport understanding with professional production capability to showcase how accessible, exciting and achievable racing with Ginetta truly is.
Results
Views from the first 3x episodes
Engaged users in the target profile of potential drivers clicked to the Ginetta website to investigate the GTA Academy program
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